Balmain: A New Era of Luxury and Reinvention

Balmain is entering a new phase with Matteo Sgarbossa and Olivier Rousteing, redefining luxury through strategy, creativity, and global expansion.

Balmain is undergoing a transformation under the leadership of Matteo Sgarbossa, its new CEO, and Olivier Rousteing, who has been spearheading the brand’s creativity since 2011. With the house’s 80th anniversary approaching in 2025, the goal is clear: to redefine contemporary luxury while preserving the brand’s historical essence.

Since his arrival ten months ago, Sgarbossa has implemented significant strategic changes. One of the most visible has been the optimization of the presentation calendar, canceling menswear shows and adopting a more selective approach to brand communication. Additionally, he has chosen to reduce external collaborations to focus on Balmain’s own identity. “Our history is rich enough to be told without relying on external partnerships,” he stated.

Rousteing, for his part, has embarked on a new stylistic direction. His most recent collections reveal an evolution towards a more refined aesthetic, with sleek silhouettes and luxurious materials, all while maintaining the brand’s bold and powerful DNA. The Fall 2025 collection, presented at Paris Fashion Week, clearly reflected this renewed vision, focusing exclusively on womenswear and working with a new stylist whose identity remains undisclosed.

Another key pillar of this transformation is retail expansion. Balmain plans to open four new boutiques in the United States this year, strengthening its presence in its strongest market. Additionally, the brand has expanded its footprint in Asia with a recent opening in Guangzhou, reaching a total of 44 stores worldwide. Sgarbossa’s strategy aims to increase direct-to-consumer sales, targeting 70% of total revenue in the future.

In marketing and communication, Balmain has brought in Enzo Petronio as artistic director and Bruna Scognamiglio as marketing director, reinforcing its image with impactful campaigns, including one starring Laetitia Casta. At the same time, the brand has relaunched its beauty line with Les Éternels de Balmain, a fragrance collection that has exceeded expectations and serves as a more accessible entry point for new customers.

Balmain is moving forward with a clear strategy: preserving its legacy while redefining modern luxury. With Sgarbossa and Rousteing at the helm, the maison is ready to write a new chapter in fashion history.